In-Store Video Promos Go Online

Video Pipeline Inc., of Haddonfield, New Jersey, a long-time provider of in-store video promotions, is now offering the service to Internet based storefronts.

Company president Jed Horovitz says, “For as little as $100 (US$) your small online video store can offer online Java-based video clips from a 7,500 movie database to help drive sales.”

Goin’ With The Flow

Video Pipeline already provides such clips to stores like Blockbuster and Circuit City, and a total of about 5,000 other brick and mortar storefronts. Horovitz says he is now following those companies to the Net. In addition to the video clips, the company also has 2,500 game previews and 10,000 audio previews to offer.

How It Works

“Supporting the previews is fairly simple,” Horovitz says. “The retailer needs to provide a link on the appropriate page, using dynamic HTML from a database, that will send the request for the preview to our server. It is then played in a pop-up Window. Browsers don’t actually come to our site. When the preview ends the window closes. We’re using Java for the Window. You don’t need Real Media.”

Getting Started

“Cost for the previews will vary with the amount of money that companies are willing to commit up-front.” Horovitz adds, “Stores determine the pricing level based on the size of the deposit they want to give. If you give me $100 it’s a dime a preview. A larger deposit gets it down to a half-cent. It’s just $5,000 to get to the half-cent break point.”

The Video Pipeline offering is intended to give smaller-sized online video stores a chance to compete against established giants, such as Reel.com and Amazon.com, without tying up large amounts of precious capital.

Video Pipeline, Inc. has been providing video, game and music retailers with electronic promotion tools since 1985. Its services are available through leading video distributors and by direct subscription.

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